Maine Crisp has given itself a new look and name. Backed by aggressive sales growth and expanded distribution, the snack company has rebranded to Better With Buckwheat, which primes the brand to introduce its buckwheat-based products in more snacking categories.
“As consumers embrace buckwheat as an ingredient that delivers taste, nutrition, and sustainability benefits, we see enormous potential to bring buckwheat to multiple snack categories,” explains Lewis Goldstein, Chief Executive Officer of Better With Buckwheat. “Whether your family is gluten-free, grain-free, vegan, or follows no dietary preference, buckwheat offers a better experience—we believe it is the future of our pantry in the US, as it has been a staple in many parts of the world for hundreds of years.”
The company will retain the Maine Crisp product line, a release stated, but the Better With Buckwheat rebrand emphasizes its key differentiator, a gluten-free ancient seed crafted into delicious and nutritious snacks. The rebranding also supports the company’s goal to educate consumers about buckwheat in an approachable, playful manner.
Under the new brand, Better With Buckwheat is launching a new product line of crackers. The Better With Buckwheat cracker line comprises three flavors: Sea Salt, Everything, and Rosemary & Herb. Each one is naturally gluten-free, grain-free, vegan, Kosher, and non-GMO. Founder and Chief Product Officer Karen Getz blended Tartary buckwheat with common buckwheat to achieve a unique flavor profile for the new product.
“I really enjoyed this challenge of balancing two distinct flours that complement my favorite savory seasonings, while landing that ideal snack texture of crunch and puffy pockets,” explained Getz. “My mission from day one has been to highlight the wholesome taste of buckwheat, and with this new product line, we’ve made it even easier to give buckwheat the spot it deserves in the everyday pantry through healthful, shareable snacks for the whole family to enjoy.”
This is just the first in a line of launches for the newly rebranded provider. What products will we see next?
Stick with Deli Market News to find out.
